Findus frozen vegetables, fish and meals are immediately frozen after they are either harvested, fished or freshly prepared. This way the Findus foods are fresher than most foods, even so called fresh vegetables. This natural way of preserving food and the good stuff within, is the core idea of the new brand campaign. This is summarized in the new and simple tagline “Fresh, fresher, Findus”. The story of the spot takes place on a typical Swiss farm. There we see, for example, a farmer pulling out carrots from the garden which are already frozen in a block of ice. The same happens to a chicken that lays an egg enclosed in an ice cube or the milk ice cubes that fall into the bucket directly from the cow’s udder. The campaign message “Just harvested, just fished, already Findus” ties this story closely to the brand.